The baby clothing and equipment retailer Mothercare is hoping that the “buzz
and excitement” from the birth of the Royal baby will lead to a pick-up in
sales.

The high street retailer is planning to launch a new range of commemorative products to mark the birth of the Duke and Duchess of Cambridge’s child, as well as decorating its flagship store on Oxford Street.

Mothercare plans to sell “Born to Rule” sleepsuits and “Princess/Prince in Training” bibs and vests, as well as rolling out as yet undisclosed Royal-themed designs in Early Learning Centre.

However, Simon Calver, chief executive, warned that although the company expected a “slight increase” in footfall in it stores, he said the company is “not expecting a huge impact on the business”.

He added: “The most important thing is the safe arrival of the baby.”

Mothercare sales have been under pressure in the last three months as its high street and online rivals have cut prices on toys, home and travel products.